The New York Times VR Film ‘The Displaced’ Wins the Lions Entertainment Grand Prix

Beyoncé's 'Formation' video and Edeka's Christmas ad each win a Music Grand Prix

CANNES, France—The NYT VR project from The New York Times won its second Grand Prix of this Cannes Lions festival here tonight, with the individual virtual reality film "The Displaced," shot by Vrse.Works, earning the top prize in the revamped Lions Entertainment contest, to go along with the Grand Prix in Mobile that the NYT VR app itself won earlier this week.

In addition, two Grand Prix were handed out in the separate Lions Entertainment for Music category. One went to production company Prettybird for Beyoncé's "Formation" music video, and the other went to agency Jung von Matt in Hamburg, Germany, for the musical track on its famous "Home for Christmas" Edeka supermarket ad, in which a grandfather fakes his death to trick his family into visiting him at the holidays.

Lions Entertainment jury president Jae Goodman, chief creative officer and co-head of CAA Marketing, said the jury was up almost until sunrise Friday morning finalizing the distribution of Lions. They also had the burden of determining the criteria for awarding work in this revamped category, which used to be known as Branded Content & Entertainment.

From the beginning, he said, the judges followed these criteria: The work had to be high quality, have a powerful relationship to the brand, attract an audience and not be interruptive, and be entertainment in its form and not just entertaining in its effect.

"The Displaced," which immersed the viewer in the lives of three child refugees, was extraordinary both as an editorial and a marketing piece, said Goodman. Rather than describe its power, he urged the journalists assembled to watch it for themselves, but he did say that it satisfied one criterion in particular—the brand connection.

"This is a piece of entertainment content that moves the brand and the business that created it forward," he said.

Meanwhile, the Lions Entertainment for Music jury president, Josh Rabinowitz, evp and director of music at Grey Group USA, lauded both of his jury's Grand Prix winners as brave and groundbreaking.

"It's been called a fiery black power anthem," he said of Beyoncé's "Formation" video. "It's pushing the limits on the way we perceive things in culture, the perception of women in culture. She performed this song on the Super Bowl 50 halftime show. There was lots of controversy around it. There's been lots of controversies surrounding the police, as she alludes to police brutality and race issues in America. When you can do something that's socially relevant in the mainstream, and you're such a big pop artist and you take a risk, it's one of the most powerful things you can do. Hats off to her, and we're really proud to award that the Grand Prix."

The other Grand Prix winner, the Edeka spot, was honored for best use of original music—the tracked "Dad" by Neele Ternes, which reached No. 1 on what the case study called the "viral charts." The spot itself, with its provocatively bleak premise, was incredibly popular this past Christmas, causing a stir globally.

"It's a heart-melting concept, a beautiful song," Rabinowitz said. "The story and the impact and the engagement was tremendous for a supermarket based in Germany. We're really proud of this piece of work as well."

Adweek asked both jury presidents on Friday morning about awarding Grand Prix to the Beyoncé video and the New York Times film in particular—given that the former is primarily a work of art, and the latter primarily a work of editorial journalsm, and that neither is first and foremost a piece of marketing. Both Goodman and Rabinowitz argued both winners were indeed powerful pieces of marketing, whatever their other purposes.

"It's a piece of editorial content on the one hand, but the way they delivered it is absolutely marketing," Goodman said of the Times film. "The creation of the NYT VR app—that in and of itself catapults The New York Times, known as the Grey Lady, in our opinion 100 years forward. And then to deliver such a compelling piece of content over that app that they created. Moreover, the way it was initially delivered—they packaged, with the Sunday New York Times, 1 million Google Cardboards with The New York Times logo on the outside, so that 1 million people who otherwise would not be able to experience a new medium were able to experience it through the window of the Times brand. In our opinion as a jury, that's marketing."

One of the jurors, Kristin Patrick, the global CMO of Pepsi, echoed that.

"We debated this question a lot last night," she told Adweek. "One of the things we talked about was that the worlds of entertainment, brand marketing and the media world are all coming together. We partner with media partners to create our content now. In fact, we looked at something last night from Netflix that was created by the Wall Street Journal. We are trying to think about new and interesting ways to leverage our media buys. We're actually, at PepsiCo, getting into content and content creation, investment in content. The worlds are coming together in almost an unprecedented way."

Rabinowitz also weighed in on the Beyoncé video.

"Certainly a music video is a promotional tool, in its essence," he said. "It is free from a commitment to a concept, generally speaking. But it is clearly a promotional tool. It is funded by a major global corporation, a record label … You could imagine the dollars that went into this whole production, given where it came from. That's why we feel like it's certainly as aspect of marketing."

—U.S. Entertainment Lion Winners:

Grand Prix and 2 Gold Lions:
The New York Times, The Displaced
Entrant Company: Vrse.Works Los Angeles
Production Company: Vrse.Works Los Angeles

Gold Lion winners:     
Nike, NikeWomen : Margot Vs Lily
Entrant Company: Wieden+Kennedy Portland
Production Company: RSA Films New York City, Ny

Norton By Symantec, "The Most Dangerous Town On The Internet" Original Documentary Series
Entrant Company: Grey San Francisco
Production Company: Helo Venice

GE, GE Podcast Theatre Presents the Message
Entrant Company: BBDO New York
Production Company: Panoply Media New York

SC Johnson, Museum Of Feelings
Entrant Company: Ogilvy & Mather Chicago
Production Company: Radical Media New York

Canada Goose, Out There
Entrant Company: CAA Marketing Los Angeles
Production Company: Saville Productions  Los Angeles / Cherokee Films Auckland / Spot Welders Los Angeles

Silver Lion winners:
Target, Target Creates First Ever Live Music Video With Gwen Stefani
Entrant Company: Deutsch Los Angeles
Production Company: Wondros Los Angeles

Netflix, House Of Cards – Fu 2016
Entrant Company: BBH New York
Production Company: Reset Santa Monica / The Mill New York / Exile Santa Monica

Microsoft / Xbox, Halo 5: Guardians #HuntTheTruth
Entrant Company: Twofifteenmccann San Francisco
Production Company: Furlined Santa Monica

Wrigley, Give Extra, Get Extra
Entrant Company: Energy BBDO Chicago
Production Company: Rattling Stick Santa Monica

MTV, MTV VMA Green-Screens
Entrant Company: MTV New York
Production Company: MTV New York / Jam3 Toronto

Lockheed Martin, The Field Trip to Mars
Entrant Company: McCann New York
Production Company: Framestore VR Studio New York

Nascar, The Hashtag 500
Entrant Company: OgilvyOne New York
Production Company: Republic Content South Pasadena / Beast Editorial New York

Foot Locker, Play My Tweet
Entrant Company: BBDO New York
Production Company: The Kitchen @ BBDO New York

Bronze Lion winners:
Unicef, Unfairy Tales Series
Entrant Company: 180LA Santa Monica
Production Company: House Of Colors Sao Paulo / Consulado São Paolo / Bubba's Chop Shop Burbank

The United Nations, Waves of Grace
Entrant Company: Vrse.Works Los Angeles
Production Company: Vrse.Works Los Angeles

Expedia, Dream Adventures
Entrant Company: 180LA Santa Monica
Production Company: Ways & Means Los Angeles

Mars Chocolate North America, Switcheroo
Entrant Company: BBDO New York
Production Company: The Kitchen @ BBDO New York

Pepsi, Pepsi Perfect
Entrant Company: Marketshare Los Angeles
Production Company: The Marketing Arm Los Angeles / Stun Creative Los Angeles

Netflix, Cocainenomics
Entrant Company: WSJ. Custom Studios New York
Production Company: WSJ. Custom Studios New York

Procter & Gamble, Shave Forth
Entrant Company: Grey New York
Production Company: Ninja Entertainment Los Angeles, Ca

Burger King, Grilled Dogs: The Whopper of Hot Dogs
Entrant Company: Code and Theory New York
Production Company: Gifted Youth Los Angeles

Pantene, #Daddo
Entrant Company: Grey New York
Production Company: Community Films Culver City

Pepsico, Pepsi + Empire Partnership
Entrant Company: OMD New York
Production Company: BBDO New York

Gatorade, The Super Bowl Dunk
Entrant Company: VML Kansas City

Lowe's, In-A-Snap
Entrant Company: BBDO New York
Production Company: Humble New York

Activsion, Hack in Black
Entrant Company: Edelman Los Angeles
Production Company: Edelman Los Angeles

Under Armour, Under Armour Game Changer
Entrant Company: Droga5 New York
Production Company: The Mill New York

Adult Swim, Rick and Morty Rickstaverse
Entrant Company: Carrot Creative Brooklyn 

—U.S. Entertainment Lion For Music Winners:

Grand Prix:
Beyoncé, Formation
Entrant Company: Prettybird Culver City
Production Company: Prettybird Culver City

Gold Lion winners:
Adidas, Your Future Is Not My Future
Entrant Company: Johannes Leonardo New York

National Football League, Super Bowl Babies Choir
Entrant Company: Grey New York
Production Company: Townhouse 23 New York / Park Pictures New York / Exile Santa Monica

Silver Lion winners:    
Beats by Dre., Straight Outta
Entrant Company: R/GA Hustle Los Angeles

Under Armour, Under Armour Phelps
Entrant Company: Droga5 New York
Production Company: Epoch Films New York

Bronze Lion winners:
Target, Target Creates First Ever Live Music Video With Gwen Stefani
Entrant Company: Deutsch Los Angeles
Production Company: Wondros Los Angeles

Adidas, Your Future Is Not Mine
Entrant Company: Squeak E Clean Productions Los Angeles
Production Company: RSA Films Los Angeles

Sb Projects, "What Do You Mean?" By Justin Bieber Single Release Campaign
Entrant Company: SB Projects Los Angeles

Xl Recordings, Hello
Entrant Company: Believe Media Los Angeles
Production Company: Believe Media Los Angeles / Meta Films Montreal